ADMS 3960 Lecture Notes - Lecture 17: Direct Selling, Peter Drucker, Marketing

• School: York University
• Department: Administrative Studies
• Course: ADMS 3960
• Professor: Leigh Lampert

Document Summary

Environmental differences often mean marketing principles must be applied differently in different markets. Marketing mix (what to emphasize in which market) Market group of people who share a similar need: marketing: process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. (cid:862)marketi(cid:374)g is the (cid:449)hole (cid:271)usi(cid:374)ess see(cid:374) fro(cid:373) the poi(cid:374)t of (cid:448)ie(cid:449) of its fi(cid:374)al result, that is fro(cid:373) the (cid:272)usto(cid:373)er"s poi(cid:374)t of (cid:448)ie(cid:449) busi(cid:374)ess su(cid:272)(cid:272)ess is (cid:374)ot deter(cid:373)i(cid:374)ed (cid:271)(cid:455) the produ(cid:272)er, (cid:271)ut (cid:271)(cid:455) the (cid:272)usto(cid:373)er(cid:863) -peter drucker. Global marketing: marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives. Positioning act of desig(cid:374)i(cid:374)g the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s offer a(cid:374)d i(cid:373)age so that the target (cid:373)arket understands what the company stands for in relation to its competitors. Production - focused on production; little attention to marketing. Sales sell similar products globally (assume similar tastes)